The new slogan integrates values of Korea coming from traditional and contemporary culture and suggests a direction for the future, the Ministry of Culture, Sports and Tourism announced Monday.
"The new brand slogan embodies the values Korea pursues. We will rediscover the creativity inherent in the Korean spirit and raise the national image internationally," Culture Minister Kim Jong-deok said at a press conference.
The ministry has been working on rebranding the national identity since 2015, the 70th anniversary of Korea's liberation.
The previous slogan, "Dynamic Korea," was created around the time of the 2002 World Cup.
To develop the national brand, the ministry launched a project to collect ideas from Koreans on what represents the country and surveyed overseas images of Korea using big data. Based on the results, creativity, passion and harmony were suggested as the key values of Korea and "Creative Korea" was selected after consulting experts.
"Passion was the driving force behind the rapid development of Korea, while creativity is something we aim for in the era of unparalleled change, taking Korea to the next level," the minister said.
The new catchphrase will also replace "Imagine your Korea," the current tourism slogan.
Chang Don-ryun, a Hongik University professor who led the Korea National Brand and Government Identity Development project, explained the logo is based on "Taegeukgi," or the Korean national flag, with "CREATIVE" written in red on top and "KOREA" in blue below.
"The vertical lines at each side of the logo represent the four trigrams in the flag. The space between the two words will allow various combinations of images or words," Chang said.
The ministry also produced a video themed "Exciting Contrast" to visualize the national slogan. The video features Korean celebrities including "Descendants of the Sun" stars Song Joong-ki and Song Hye-kyo, Chopin Competition-winning pianist Cho Seong-jin, professional go player Lee Se-dol and K-pop boy band BigBang.
The government will televise the promotional video through international media outlets such as CNN and BBC. Korean embassies overseas, Korean Cultural Centers and the Korea Tourism Organization (KTO) will also take part in giving wider publicity to the new brand.
The ministry will also promote the new slogan through a media facade on the Seoul Square building across from Seoul Station and at major international events, including the 2016 Rio Olympics and 2018 PyeongChang Winter Games.